Newell Rubbermaid announced the company will create a Design Center to "accelerate growth through enhanced capabilities in design and innovation." The company expects the facility to open by early 2014 in Kalamazoo, MI, which, it pointed out, is part of a region known for its designer talent pool.

In Kalamazoo, Newell Rubbermaid will join design-led companies including Herman Miller, Steelcase, Whirlpool, Stryker and Wolverine, it noted, as well as participate in a growing educational community that includes Western Michigan University.

"Great design and creativity is the difference between a standard product and one that is beautiful in every way— and drives consumer preference," said Chuck Jones, Newell Rubbermaid 's chief design and research & development officer.

"Our new Design Center will be a best-in-class facility that enables us to attract the best international design talent to work on a wonderful portfolio of leading brands. Our brand studios and immersion labs will foster growth ideas as designers collaborate with marketing and R&D on great innovation. This is an exciting new phase for the company."

The new 40,000-square-foot facility will employ up to 100 design professionals, and the facility will include a large, open studio space and immersion labs. The company is also investing in new talent with specialist design skills to work alongside the existing industrial and graphic design teams, Newell Rubbermaid stated.